Sakharov A.S.National Research University Higher School of Economics – Nizhny Novgorod, Nizhny Novgorod, Russian Federation asakharov@hse.ru
Kornilov D.A.Nizhny Novgorod State Technical University n.a. R.E. Alekseev, Nizhny Novgorod, Russian Federation kornilov-d@yandex.ru
Importance The globalization of business and constant growth of international trade force multinational corporations to pay more attention to strategic planning and formation of efficient business portfolio in foreign markets, taking into account the situation, multipolar relationships, cyclical and volatile economy. Objectives The study aims to offer an improved method of company's portfolio analysis in foreign markets, using the Boston Consulting Group matrix. Methods We apply the Boston Consulting Group matrix to develop the matrix method for planning the company's activity in external markets based on its product and regional portfolios. Results We improved the matrix for creating the company's portfolio. The use of internal indicators of return on sales per unit and profitability from product in conjunction with the external indicator of exchange rate enables to assign the matrix to the special category, which makes it possible to take decisions on foreign markets for diversified companies. Applying this method, the company is able to determine priority areas of its operations in the particular market or with the particular product. This will help avoid unreasonable waste of resources. Conclusions The proposed method allows companies to derive additional profit from changes in product and regional strategies, promptly plan and redistribute cash flows within the company under conditions of sharp fluctuations of exchange rates and the value of company's products in foreign markets.
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